• Knowledge Management Research
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• v.22 no.4
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• pp.135-155
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• 2021

With the emergence of various types of social media and the diversification of their roles, it has become essential for marketers to understand how different types of social media influence consumers' purchase decisions differently and derive more detailed strategies by social media types. This study classifies social media into two types-expression-focused social media and relationship-focused social media-and investigates the relationship between consumer purchases and social media mentions by type. Using the Seoul bike-sharing data and time-series data for social media mentions, we apply the VAR model with Exogenous Variables (VARX). We find that the increase of product mentions in expression-focused social media positively affects both the number of new customers (customer acquisition) and the number of shared bike rentals, while that in relationship-focused social media negatively affects the number of new customers only. In addition, as new customers increase, the product mentions in both types of social media increase. On the other hand, the number of bike rentals has no significant effect in increasing social media mentions regardless of type. This study contributes to the social media and sharing economy literature and provides managerial implications for establishing sophisticated social media marketing in bike-sharing businesses.

• The Journal of the Korea Contents Association
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• v.22 no.6
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• pp.666-679
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• 2022

With the development of information and communication technology, borders are removed and consumer needs are diversified, so a new consumption form called overseas direct purchase has emerged and has been growing over the past few years. In this study, for the most common purchasing agency service among various types of overseas direct purchase, an empirical study was conducted on the effects of the content and logistics attributes of the overseas direct purchase platform on the perceived value and purchase intention of consumers. Data were collected from 273 domestic male and female adult consumers who had experience in information search related to overseas direct purchase, and the results of statistical analysis were summarized as follows. First, among the attributes of overseas direct purchase content and logistics attributes, only the attractiveness of content had a significant effect on the perceived value of consumers. Second, all perceived values of consumers were linked to purchase intentions, but among them, sensory values had a greater influence. Through these research results, it is suggested to increase the attractiveness of the web/app contents of overseas direct purchase service agents, and to improve the quality of services that can arouse sensory consumption experiences to meet the changing needs of consumers.

• Asia Marketing Journal
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• v.8 no.1
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• pp.49-76
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• 2006

This study investigates the effect of market orientation of knowledge-based service suppliers on the sourcing process of service recipients. Focusing on a dyadic relationship between a supplier and a buyer, this study proposed a conceptual model of market orientation incorporating the antecedents and consequences of market orientation. This study empirically tested research hypotheses delineated from the conceptual framework. The present study revealed that the impact on the buyer's performance of the supplier's customer and competitor orientation turned out to be more influential than that of inter-departmental cooperation. Also these two dimensions of customer and competitor orientation played a positive role in reducing buyer's perceived risk and uncertainty related to the evaluation of services out-sourced. Interestingly enough, the supplier's perceived importance on the distance between the buyer and supplier remains important especially when the degree of buyer's market orientation is high. This finding is somewhat contrary to the fact that the geographic location of the buyer becomes less important for the internet-based B2B service providers. Based on the findings, this study suggested managerial implications and broadened the scope of academic research in the field of business services. Future research directions and the limitations of this study are also discussed.

• Information Systems Review
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• v.20 no.2
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• pp.209-226
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• 2018

Location-based services have distinctive service characteristics compared to the past online commerce used on the desktop. In any place, mobile communication devices can be used to access online and utilize online shopping, and it is more convenient for users. In addition, by providing shopping and service information specific to each location, it is possible to provide convenience to the consumers according to their locations. In addition, it provides scarcity of information as well as location, thereby increasing consumers' desire to purchase. In this study, we investigated the effect of scarcity on the Purchase intention of consumers in location-based services. The steps of scarcity are: first, a step without scarcity, Second, providing time limit information, Third, providing quantity limitation information, Fourth, the experiment was designed to provide time and quantity limitation, and 4 groups were analyzed through experimental stimuli The purpose of this study is to verify the moderating effect of the dependent variable on the degree of scarcity by adding 'ubiquity', 'interactivity' and 'privacy' which are characteristics of location-based service. As a result of the analysis, scarcity of time and scarcity of quantity limitation scarcity stimuli showed a moderating effect on ubiquity, interactivity and consumer's purchase intention, and these variables also directly or indirectly affected positively. Consumer confidence was found to have a negative effect on consumers' purchase intentions.

• Journal of Ginseng Culture
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• v.2
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• pp.71-83
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• 2020

College students are the potential income classes preparing for income activities and are the main consumers of the future that are very important. In order to understand the current state of ginseng-related consumption culture of young consumers, this study wanted to examine university students' attitudes toward ginseng-related products and services in the future, and to find out their purchasing status, satisfaction, and intent to purchase them. In doing so, we looked at the relative influence of the relevant variables that affect the intent of the purchase. As a result, the variables that affect college student consumers' intention to purchase ginseng-related products were shown in the order of their reliability, economy, purchasing experience, subjective interest, monthly income, monthly allowance, pride in ginseng, and age. Of these, most of the variables had positive effects, but the average monthly income, monthly allowance, and age had negative effects. In other words, the higher the reliability, economy, and self-esteem of ginseng, the higher the willingness to buy ginseng, the higher the subjective interest in ginseng, the higher the age, the lower the monthly allowance, and the lower the income, the lower the willingness to buy ginseng. To promote college students' consumption of ginseng products, it is necessary to cut prices for the younger generation, enhance the quality of the products for the younger generation, improve the taste to overcome the negative aspects of rejecting the bitter and bitter taste, and, above all, induce consumers' attention. It is also necessary to expand accessibility through the development of convenient and easy-to-eat products for young people and the expansion of sales outlets. Recently, young consumers are interested in new products they have never experienced before, products that are good to certify because of their unique design or packaging, and retro products that stimulate nostalgia in the past, so they need to promote and provide information related to consumption of ginseng products in this regard. Considering the practicality and convenience of consumers, we propose consideration of personal consumers' taste curation services, which reflect their preference for products that are convenient to carry with them in line with various living environments, and can have synergy with other products.

• 한국벤처창업학회:학술대회논문집
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• 2017.04a
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• pp.52-52
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• 2017

글로벌 금융위기 이후 다양한 형태로 등장한 금융상품과 ICT의 결합은 그 동안 생각하지 못한 방식으로 전 세계에 다양한 수요를 충족시키면서 폭발적으로 성장했다. 하지만 IT강국이라고 자부하는 대한민국은 다양한 규제와 시스템의 복잡성 때문에 은행상품이 온라인에서 거래되는 것은 아직까지 익숙하지 않다. 다행히 이러한 규제가 조금씩 완화되어 가면서 2016년은 모바일 송금, 금융상품 추천 플랫폼 등 비 금융업체 주도의 금융시장 온라인화가 소극적으로 이루어지는 과도기로 볼 수 있다. 이러한 시점에서 기존 오프라인 채널이 아닌 온라인 채널을 통해 금융상품을 구매하거나 가입하는 고객의 만족요인에 대해 연구하는 것은 향후 폭발적으로 증가할 수요에 앞서 연구하고, 현상을 주도할 기업에서도 소비자의 만족요인을 미리 파악한다는 점에서 시기적으로 적절하다. 해당 연구는 신용대출, 정기예금, 전세대출, 주택담보대출, 정기적금, 그리고 P2P투자 상품 별 만족도에 영향을 미치는 요인과 영향력을 SERVPERF 모델을 이용하여 분석한 뒤, 회귀분석과 텍스트간의 공동 출현단어에 대해 파이선을 통해 메트릭스를 형성하고, 사회연결망 분석으로 네트워크 중심성을 분석하여 단어간의 관계를 살펴보았다. 해당 연구는 국내 최초 온라인 금융상품 비교 추천 플랫폼인 "Finda"의 리뷰/평점데이터를 이용하였다.

• Proceedings of the Korea Association of Information Systems Conference
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• 2001.12a
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• pp.340-347
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• 2001

전자상거래를 위한 인터넷의 웹사이트 구축 문제는 기업이나 조직의 중요한 새로운 마케팅 창구로서의 역할 때문에 그 중요성을 인식하고 효과적 디자인을 기반한 사이트구축이 이슈화 되었다. 그리하여 성공적인 인터넷 비즈니스를 위한 웹사이트의 구축 방법론이나 가이드라인의 연구가 필요하게 되며, 최근 소비자의 행동을 분석하여 이를 소비자 구매욕구를 증진시키는 방안으로 활용하여 전략적인 웹사이트를 구축하도록 제시하는 많은 연구들이 제시되고 있다. 그러나 전략적인 관점에서 웹사이트를 구축하거나 이미 구축된 웹사이트를 전략적 관점에서 개편하려고 할 때 사용될 수 있는 뚜렷한 방법론이 존재하지 않기 때문에 이런 관점의 분석모형이 절대적으로 필요한 실정이다. 이에 본 연구에서는 전략 형성과정에서 유용하게 사용될 수 있는 FCM(Fuzzy Cognitive Map)을 소개하고 이를 바탕으로 보다 구체적인 웹사이트 디자인 요소를 분석, 평가 할 수있는 방안을 제시하고자 한다. 본 논문에서 제시하는 FCM기반의 분석은 웹사이트의 성공요인들로 꼽히는 요인들간의 인과관계를 고려하여 웹사이트 구축의 요인간의 영향력의 민감도 분석을 할 수 있는 접근법으로서의 활용도가 기대된다.

• Journal of the Korean Home Economics Association
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• v.35 no.2
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• pp.123-135
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• 1997

The purpose of this study was to examine the effect of textile materials on children's clothing purchase according to types of clothings. In addition, textile fiber preference on the types of children's clothings was investigated. The subjects were 307 mothers with preschool children(4-6 yrs) in Seoul. The data were gathered by questionnaire and analyzed by analysis of variance and crosstabulation analysis. The results were as follows. 1) Textile materials were major consideration in purchasing children's clothings especially underwear. 2) There were significant differences in the perception of importance on textile material properties according to types of children's clothings. 3) Preferable fibers varied according to children's clothing types. 4) Relationship between fiber preference on the children's clothing types and demographic variables of mothers was not found except education and income in casual wear.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.11
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• pp.1241-1251
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• 2003

The purpose of this study was to examine fashion luxury brand purchasing behavior among young women, and to find variables which influenced on their behavior. 993 women living in Seoul and its suburb were surveyed for this study. For data analysis, descriptive statistics, factor analysis, ANOVA, and regression were used for this study. As the result, approximately 66.3% of respondents had purchased fashion luxury products before such as Burburry, DKNY, and Louis Vuitton. Generally, the frequencies of purchasing toward the luxury products were associated with materialism, conspicious consumption, reference group influence, and ethnocentrism. Also, results revealed that materialism and conspicuous consumption accounted for 43% of the explained variance in the frequency of purchasing products. Based on these results, fashion marketing strategies would be suggested.

• Proceedings of the Korea Society for Industrial Systems Conference
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• 2008.10b
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• pp.278-285
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• 2008

기술발전에 따른 혁신제품 및 서비스에 대한 연구는 유용성과 편의성을 중심으로 그 수용 및 저항을 서로 다른 관점에서 보아왔다. 그러나 소비자 혹은 사용자들이 느끼는 혁신제품 및 서비스에 대한 태도와 평가는 수용하려는 측면과 저항하려는 측면이 동시에 작용하며 그 결과로서 사용의도 혹은 구매의도가 결정된다고 볼 수 있다. 이에 본 연구는 혁신제품 혹은 서비스가 갖는 다양한 속성을 기술수용모형(TAM: Technology Acceptance Model) 에서의 지각된 유용성(Perceived Usefulness) 과 지각된 편의성 (Perceived Ease of Use) 개념을 사용자 지각에 기초하여 상대적 이점, 유용성, 편의성, 기술혁신성, 사용법의 변화 인식, 위험지각 등으로 구체화하고 각각의 개념이 수용적 태도와 저항에 미치는 영향을 분석하였다. 아울러 수용적 태도와 저항이 사용의도에 미치는 영향력을 동시에 분석 및 비교하였다. 연구에서 얻어진 결과를 중심으로 혁신제품에 대한 소비자 중심의 관리적 시사점도 제시하였다.